New American alcoholic beverage to conquer the Hungarian market

Viper hard seltzer eletforma.hu

The newest trend of alcoholic drinks arrives directly from the United States: a hard seltzer, a transparent sparkling alcoholic drink, characterised by a twist of fruity flavour in which the desired level of alcohol and sparkliness is achieved through fermentation. It is somewhere between a beer and a cider but does not fall into any of these categories, though it is produced based on a similar method. The hard seltzer of the brand Viper will hit the Hungarian market in March, thanks to Dreher.

One of Hungary’s most popular alcoholic beverages, apart from pálinka, of course, is still beer. Especially in the past couple of years, a huge range of alternative versions has appeared to give more choices even for those who are not necessarily a huge fan of this drink. They can be even happier now as a new alternative is about to hit the market.

While the most popular, important, and well-known alcoholic beverages were created several hundreds or even thousands of years ago, this hard seltzer only needed a couple of years to completely revolutionise the market in the United States. This new category of drinks, however, was actually born thanks to an accident committed by two women loving fizzy water. According to their version, two friends from Boston, who also have experience when it comes do drink innovations, prepared the alcoholic version of the soda water back in 2013.

In little under 8 years, the new product reached such a level that this year, experts are already expecting 2.5 billion dollars of commerce in the USA,

while the fanbase of the drink is growing in Canada, Australia, and in certain Western European countries as well, writes eletforma.hu.

“The strategy of Dreher Brewery gives special importance to innovation, be it the constant expansion of its existing portfolio or the introduction of a new drink category. Asahi Europe International, who is very committed to following new consumption trends and novelties, with the help of its affiliate company, Dreher, will introduce the new drink category between beers and traditional long drinks to the Hungarian market from this March,” says Gábor Wilheim, marketing director of Dreher Brewery.

“We like what is unique and exciting” – this is the sole secret of the hard seltzer according to Zoltán Nagy, ambassador of Viper and co-founder of the only Hungarian bar that made it into the World’s Best Bars Top 50 list. Southern citrus, cedar, and summer flowers – based on his own experience, the renowned expert of international bar culture characterises Viper with these words. He says that a “very cool Viper on rocks with a little slice of lime consumed on its own is already an exquisite choice, but it can be a perfect basis for creating your own recipes.”

The drink will hit the shelves of shops in a can, then in a bottle of 0.33l, containing 96 calories and 4% alcohol.

The water giving the base of the Viper hard seltzer comes from a depth of 100 metres to be boiled in a cauldron, then while it is cooling down, sugar serving as the base of the alcohol is added to the water in which yeast works its magic and gives the required level of alcohol and carbon dioxide. Finally, the drink is filtered and boosted with a refreshing lime flavour to achieve the clean and transparent look of the beverage itself.

Viper can expect a significant fan base among those who are open to new experiences and trends, as well as among those who prefer ingredients free of artificial colourings and additives.

“With its natural flavour, trendiness, and simplicity, it is the perfect alternative for everyone who is curious and looks for conscious and quality experiences,” says Rita Hruska, Dreher Brewery’s marketing director in charge of international brands.